Sponsor (Nov 1947-Oct 1948)

COFFEE ON THE AIR {Continued from page 40) scheduled for a New York and Midwest regional brand. Proof of purchase is also becoming a standard request with regional and local coffee broadcasters who use quiz programs. No matter how successful a show is, the sponsors are switching back to their pre-war habit of wanting to see results in terms of actual sales. A successful program like Forbes Food Store Quiz (KXOK, St. Louis — sponsor, March 1947) during the war and the immediate postwar period did not ask for any proof of purchase with the questions sent in. When the program returned to the air this fall after a summer hiatus, listeners were asked to send proof of purchase, or the usual facsimile, with their suggested quiz questions. This hasn't cut down the number of questions. The prizes have increased. The mail has also. Awards like innerspring mattresses, radios, vacuum coffee makers, are sure-fire pullers. Another indication of what a quiz can do for a coffee is reported in a KXOK success story. The General Grocer Company has used a telephone quiz in which the questions originate with the listeners. Somewhat like Tello-Test in formula, $5 goes to the person sending in the question and $5 goes to the person giving the correct answer on the telephone when called. Each time the question goes unanswered both the sender and the person called have the opportunity of winning extra five dollar bills since that's the amount added daily until the person receiving the station's call comes up with the correct answer. One hundred thousand pieces of mail were received the first year. The quiz sold an amazing quantity of Manhattan Coffee — this despite the fact that Forbes was also selling coffee on the same station, and that there are a number of other good stations in St. Louis. Folk music appears also to be program material that coffee lovers want to hear. As shown in the types of programs used by roasters, folk music represents in the SPONSOR cross-section 9.8 per cent of all programs used by coffee firms. In the South and Southwest, range and mountain music gather solid coffee-drinking audiences. Griffin Grocery Company of Oklahoma City reports, for instance, that it has consistently sold all the coffee (Polar Bear) it could produce using Cousin Jack Beasley's western music over stations KOMA in Oklahoma City and KTUL in Tulsa. While it didn't go overboard in promoting Cousin Jack it did ^^IBCing you". . . in INDIANAPOLIS The Top "Hoosieratings" Go to Live Talent Shows When it comes to radio listening in Hoosierland. the shows that earn the greatest ovations — and the most impres.sive sales results — are the programs planned, written, played and ]jro(luced hy the live talent staff at WIBC. For not only does Indianapolis' fastest growing radio station have the largest live talent staff in town, but the faces on the towering WI1?C totem pole are the most familiar and most favored in Indiana radio. So to send Indiana sales soaring, ask your jolm Hlair Man for full details on WIBC live talent shows — cither ready-made, or specially tailored to flatter your ])roduct's sales physique. JOHN BLAIR & COMPANY WIBC NATIONAL REPRESENTATIVES 1070 KC 5000 WATTS BASIC MUTUAL The INDIANAPOLIS NEWS Station what {U\S& Time-Buyers see in WHBC's new coverage THE BEST BALANCED MARKET IN THE -^ UNITED STATES 318,440 Radio Families 50,540 Farms 1,791 Manufacturing Firms 21,019 Retail Stores 5000 WATTS DAY AND NIGHT ABC \ly ?.£' pRtSV KTV^^ 'R^ai" (kU' v^hbc CANTON, OHIO The Best Balanced Market in the United States DECEMBER 1947 4J